Graham Lee, former CD of Grip Ltd. and all-around funny guy, asked for my help with some pieces for cellphone newcomer Public Mobile. I was working freelance with him for a company called Unitas, the brainchild of Mike Robitaille, also ex-Grip Ltd. Their vision is to provide one tone of voice across all media from advertising, PR to speech writing.

Since I’m not good at the latter two, I was asked to help out with some ads.

We produced two radio campaigns between July and November. The idea was to highlight Canada’s low-cost cell company and use non-actors — real people, whom the company is targeted to — for the talent. I originally wrote the campaign in the summer of 2009, but we updated the scripts and produced them in summer 2010. The result? Public Mobile is leading all activations and they have a recognizable tone of voice on the air.